Happy Nice Mall

If Apple were a human, it wouldn’t be the type to run to catch a plane and slither to the door in sweat. Apple would be idle, calm and unhurried. Working hard is not cool.

But now the company has to hurry to please us fastidious consumers. What does the effort look like for Apple? This is an explosion of product options.

Before becoming Apple’s chief executive, Tim Cook more than a decade ago the company’s products can fit on a table. What he meant was that Apple was focused on doing very few things extraordinarily well. No flop sweat.

Today, Apple sells eight different iPhone models, including versions released in the past few years. The company offers 10 different Mac computers and five iPad versions. It also sells TV sets, wrist watches, fitness and music software, home speakers, multiple models of headphones, and more.

In a pre-recorded video presentation on Tuesday, Apple discuss updated versions part of the range that no longer fits on a regular table. Apple needs it now United Nations Security Council table to keep them all.

Apple’s move to YES, MORE, is another sign of technology shifting from occupying a nerdy niche to delivering tech. necessary but commonplace consumer products such as cars or breakfast cereal. Manufacturers offer a range of options to satisfy any of our potential whims and grab the attention of shoppers.

Complexity is a sign that a company can no longer underestimate its customers. It takes a lot of effort to win us over.

This happened to Ford too. There is an old saying from Henry Ford that a customer can have any car color they want “as long as it’s black”. Limited choice was a necessity when assembly line production was still new, but the joke also demonstrated the power of the first Ford Motor Company over customers. Cars were a novelty and people took whatever they could get.

We know that consumer products are no longer like that. At Ford today, you can choose from eight truck models, including a Ford F-150 XLT, an F-150 Lariat, an F-150 King Ranch, an F-150 Platinum and an F-150 Tremor. Black is definitely not the only option.

More options are great, but it can also be overwhelming. I bet some new car buyers have a hard time choosing between these Ford trucks. I recently considered purchasing an Apple TV streaming device, and it took some time to understand the differences between the options the company sells. I didn’t buy anything.

A side note: Maybe We don’t need Apple’s product demosLike on Tuesday, ever?

Feeling like the 32nd version of an iPad, these staged presentations made a little more sense when the technology was confined to something shiny in a mostly kid-friendly box. 1 percent of deaths. But now technology is for everything and everyone. And gradually it becomes more useful when we do not notice everything. This includes intelligent software that directs us to read only important emails or detects a faulty factory assembly line before it breaks down.

The rant is over. I mean, it’s mostly good for us to have choices. But it’s also weird for Apple. company a genius product segmentation, marketing and pricing strategies tend to pretend to make good but great products and — oops, where did they come from? huge piles of money i come from nobody wants to be try.

Apple has managed to maintain its image of being elite and cool while selling one of the most widely used products on the planet. Smartphones and many other technologies in our lives are both extremely useful needs and completely normal. It’s time to stop treating the companies behind them like magicians.

Apple now has almost a whole range of product options made by Cheerios. That should unravel a bit of the company’s mystery.

Before you go …

• Russia’s digital isolationism: Russia has passed a law that makes it illegal to call its war against Ukraine a war, and it has blocked Facebook and throttled other foreign websites and apps. Writing about my colleagues Adam Satariano and Valerie Hopkins the end of the remnants of independent online information and political expression In Russia.

  Related: Ukrainian refugees entering the Polish train station were greeted by volunteers from telephone companies. distributing smartphone data cards From the Polish border, Bloomberg News so they can contact loved ones or find accommodation. (Subscription may be required.)

• What if Amazon warehouses were in space? My colleague Dai Wakabayashi visited young rocket enthusiasts who were after a long-term idea. stacking products in space and then parachuting them back to Earth.

• A tribute to Amazon’s booksellers: “Shoppers browsed various items such as plush baby shark, Lite-Brite, Funko figurines, USB microphone, game consoles, smart fitness scale, Wi-Fi router and kitchen scissors. As I understand it, there was no kitchen sink.”Todd Bishop writes on GeekWire.

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Canada’s space agency wants to know: Does this satellite image look like a yawning kitty? (I first saw this in MIT Technology Review. newsletter.)

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